Advertising

Target Group Index, a syndicated magazine audience research service, will include ZIP code area demographic information in its fourth annual study due this spring.

This may evoke a ho‐hum reaction from agency people with national package goods clients because they're not yet ready for such a finite view of the marketplace. But it could stir up some moderate enthusiasm among those magazine publishers who promote the fact that their subscribers are of above average income and education.

T.G.I., a service of Axiom Market Research, a subsidiary of the J. Walter Thompson Company, will get its information from interviews of 30,000 adults by 400 interviewers in 1,360 ZIP Code areas. The areas will be divided into five groups according to household income. The groups are called quintiles.

Subscribers to T.G.I. will get information on the media habits and product buying patterns of people living in each quintile.

All the data have not yet been collected, but T.G.I. already knows from preliminary data that people living in quintile one areas are 103 percent more likely to purchase Beefeater gin than the national average, and 120 percent more likely to purchase a new imported car.

This sort of information, combined with magazine reading and television viewing patterns, has to be helpful to someone.

However, it was George Simko, senior vice president of Benton & Bowles, who said, “It's fascinating to discuss but when you try to apply the information to one of your advertisers, it just doesn't mesh.”

But marketing people are anxious to reach above average‐income groups. Magazine publishers know this and have done something about it.

Better Homes & Gardens has Super Spot, McCall's has VIP‐Zip and The Ladies' Home Journal has Prime Showcase, each an edition with 1.1 million circulation rate base, and each going to the cream of subscribers.

Time magazine is introducing a twice‐a‐month edition called Time Z next month and it will have—in a hit of one upmanship, 1.2 million circulation.

In recent years Time has been promoting Zip marketing and pointing to the fact that it has higher circulation in more affluent Zip areas.

At the moment it is conducting a test in the Boston area with the Stop and Shop supermarket chain in hopes of showing that upper income Zip Code areas also produce greater supermarket sales. It's one way of selling ad space to package‐goods manufacturers.

Ralph Ginzburg, the publisher, is making a freedomof‐the‐press issue of his unwillingness to cooperate with the advertising industry's self‐regulatory machinery.

“I'm not misleading anybody,” he said yesterday, “and I don't believe in cooperating with a vigilante censorship group.”

The National Advertising Division of the Council of Better Business Bureaus had attempted to get substantiation for a number of advertising claims made in behalf of Mr. Ginzburg's Moneysworth publication. Because it didn't get any, the N.A.D. is turning the matter over to a panel of the National Advertising Review Board.

“I don't want a bunch of idiots telling me what I can say,” said Mr. Ginzburg.

Enter Kent Golden Lights

The hot competition in the cigarette marketplace these days is among low‐tar brands that claim high flavor. And while individual brands are advertised for their own fantastic qualities they rarely take on the competition.

But Lorillard, with the help of Foote, Cone & Belding, is doing just this in an ad for Kent Golden Lights, which next month will come out of test market and move into national distribution.

Baljit S. Sethi, whose name appeared in this column last Dctober in connection with a paper he'd written about in‐house ad agencies, is just back from a brief fling as an advertising man in Kuwait.

He worked ther a few weeks for Yusuf A. Alghanim & Sons, a conglomerate that is mostly a heavy‐equipment manufacturers representative and General Motors dealer, but is also, he said, the biggest advertiser in that oil country.

The main reason he gave up the job, Mr. Sethi said, was that the Kuwait businessman does not understand advertising, expecting complete sellouts of items the day after they're promoted.

He says that the only reason Kuwaiti businessmen advertise in the newspapers is because the publishers, who are their friends, need the revenues. What the businessmen do consider effective promotions, he said, are giveaways, from pens to automobiles.

Addenda

¶Nassau Magazine (previously of Nassau) to change its name to Long Island Magazine effective with the March issue . . . ¶S&W Communications Group, a recently formed phone marketing service, situated at 211 East 43d Street . . . ¶House Plants and Porch Gardens, a new bimonthly magazine from Dell Distributing to go on sale March 23 with a price of $1.25.

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